Trellian

impact.com is hosting its annual U.S. IPX 2026 event, taking place in Austin, Texas, from the 9th to the 11th of June, 2026.

For industry professionals, this is a great place to connect and accelerate your business growth through inspiring partnership discussions, live sessions, and collaboration opportunities.

If you would like to catch up with our SVP of Sales, Thomas Henderson, please DM him directly!

Michael Feeley and Thomas Henderson attended POSSIBLE in Miami last week and came away with a few clear themes worth sharing.

AI continues to dominate the conversation, though with a noticeable shift where the industry is moving away from adding AI features and toward how campaigns actually get run using existing LLMs. Platforms are quickly adapting MCP connections to allow for core model and agent-based workflows that handle campaign planning, ex*****on, and optimization with less manual input.

Data is proving more important than ever. As the tech becomes increasingly accessible, the real edge comes from platforms owning and activating their differentiated data.

The supply chain remains messy with too many intermediaries, too much take rate, and not enough transparency. This unresolved pressure is pushing the industry toward more direct connections between demand and supply, where Owned & Operated (O&O) inventory is becoming a genuine differentiator for DSPs.

Across tech, supply, and demand, control over data, inventory, and the user experience is what's starting to separate platforms in an increasingly crowded and commoditized market.

Don't hesitate to reach out to the Trillion team if you would like to chat about data, user experience, and how Trillion's diverse traffic sources set us apart from the rest.